Custom magnets are the marketing format with the longest active life. A business card lives in a wallet for two weeks before it's lost; a refrigerator magnet stays visible for years. The unit economics are also unusual — magnets cost more than business cards but generate referral calls long after the campaign that printed them is forgotten.
The four magnet products
- Business-card magnets — same 3.5×2 footprint as a card, 14pt or 20 mil flexible magnet stock. The "leave on the fridge after a service call" format.
- Cut-to-shape magnets — die-cut around a logo or shape, 20 mil or 30 mil. For mascot promotions, themed giveaways, novelty items.
- Car magnets — 30 mil, larger format (typically 12×18 or 18×24), with weatherproof UV laminate. Sticks to vehicle exterior at highway speed.
- Sheet magnets — large 24×36+ sheets used for retail point-of-purchase displays or as flexible signage on metal surfaces.
Thickness reality check
Magnet thickness drives grip strength and durability. 14pt and 20 mil are thin enough to mail flat in a #10 envelope but hold reliably on a fridge or file cabinet. 30 mil is necessary for vehicle exterior — anything thinner peels off at highway speed. 40 mil is overkill for almost any use case but exists for heavy-duty industrial applications.
Designing for the format
- Phone number first. Magnets are mostly read at the moment someone needs the service — make the phone number readable from across a kitchen.
- Service category second. "Plumber" or "HVAC" or "Tow truck" in large type. Brand name is less important than what you do.
- Avoid full-bleed photo backgrounds. Magnets get glanced at, not studied. High-contrast solid color works better.
- QR code optional. If you include one, it must be at least 1" square to scan reliably from across a room.
Mailing magnets
14pt and 20 mil magnets mail in a standard #10 envelope at first-class rates if you keep them under the 1-ounce limit. 30 mil magnets push into the 2-ounce tier. Don't try to machine-feed magnets through automated mail equipment — they jam. Magnets either ship in bulk pre-sorted bags or get hand-stuffed into envelopes.
Use cases that consistently work
- Service trades (plumbing, HVAC, electrical, roofing) — fridge magnets as leave-behinds.
- Real estate — agent magnets distributed at open houses.
- Local food / delivery — takeout menu magnets.
- Veterinary / pet services — emergency-contact magnets.
- School fundraisers — sports schedule magnets.
What about use cases that don't work
Magnets fail for time-sensitive promotions ("sale this weekend") because the medium implies keep-forever. Magnets also fail for ultra-premium brand campaigns — flexible magnet stock reads as "promotional" not "luxury," no matter how nice the print. For premium leave-behinds, heavy soft-touch business cards beat magnets.